Study On Influencing Factors And Mechanism Of Tourism Wechat Accounts Assimilated By Travel-related Organizations

Recently,with the vigorous development of mobile Internet and “Internet+”,new opprotunities for the transformation and upgrading of tourism.The wide application of WeChat public accounts in the tourism field enables the organization involved in travel operations to carry out point-to-point and accurate publicity and service to the target of communication.The convenience makes the wide application of WeChat public accounts in the field of tourism enables the travel organizations involved to publicize and serve their target audience point-to-point and accurately,and their privacy.The convenience makes the tourism WeChat public accounts quickly become one of the most concerned marketing tools in the tourism industry,and the use of the WeChat public accounts is also more active in the relatively developed areas of tourism.However,the reality is that the use of tourism microsignals is not ideal in the areas where the tourism industry is relatively lagging behind,and its establishment is mostly mere formality,and it does not play a corresponding role in propaganda,promotion or service.What factors are affecting tourism organization to absorb the tourism WeChat public accounts? What is the mechanism of the in this process of organization? In what ways are there improvements to the inclusion of tourism WeChat public accounts ? In view of the above problems,this paper studies the mechanism and influencing factors of tourism WeChat public accounts.This paper firstly through the field investigation method,including the domestic tourism WeChat public acounts inside and outside Shanxi Province,the establishment and operation of a realistic investigation;Then the paper combs the theories of rational behavior theory,organizational adoption model theory and technology acceptance model theory through literature analysis,and makes reference to the relevant documents of tourism WeChat public accounts.Constructing the TOE-UTAUT model which accords with the purpose of this paper;Secondly,the data is studied by questionnaire,and the influence process of high-level support,absorptive ability,technical ability,perceived interest,competitive pressure and public readiness onabsorption willingness and behavior is studied by statistical analysis method is used to analyze the variables in the initial model.,at the same time,I will discuss the variables of individual characteristics and organizational features.The results show that high-level support,absorptive capacity,public readiness and perceived interests have significant positive effects on the organization willingness to absorb,which are belong to organization and environment factors,perceived interest has the strongest explanatory power to the model,and absorption aspiration influences absorption behavior.However,high-level support can have a positive and significant effect on the absorption behavior,absorption will play a part of the intermediary role in that process.There are obvious differences in perceived interest,public readiness,public readiness,assimilation capacity,absorption aspiration and absorption behavior among different management levels in individual characteristic variables;Among the organizational characteristics variables,there are significant differences in perceived interest,absorption aspiration,among different organizational characteristics.There are significant differences in absorption intention,high-level support,perceived benefits and public readiness among different regions of the organization.WeChat official account is the effective carrier of publicity,promotion and service of travel organization,and the emphasis of "Internet tourism".Shanxi,as a major province of cultural and travel resources,has lagged behind in the development of tourism,which is representative to a certain extent.Therefore,it is necessary to study it,which is helpful to clarify the mechanism and influencing factors of the tourism WeChat official account absorbed by the travel organizations concerned,and to provide a theoretical reference for the research in related fields.Provide a theoretical basis for Shanxi and other areas to use WeChat official account to promote the development of Internet tourism.